Soho House is one of the biggest hospitality success stories of our time. Founded in 1995 with a single location in Soho, London, its network of members’ clubs now spans the globe, from Malibu to Istanbul. The notoriously exclusive clubs, which welcome (after carefully vetting and selecting) applicants from the arts and media industries. These form the core of founder Nick Jones’s business that in recent years it has expanded its portfolio to include hotels, cinemas, spas and standalone restaurants. And now, shops, as we discovered while checking into Soho House Berlin a couple of years ago.
The Store Berlin first opened its doors in Berlin in February 2014, spanning the first two floors of the massive Soho House Building in Mitte, Berlin. Its carefully edited selection – from cult fashion brands like Raf Simons and Vetements, to furniture and books – mingle with Soho House restaurants and cafés. Its social shopping approach offers the perfect mix of commerce and conversation. It’s also, as has come to be expected from the Soho House Group’s venues, stunning.
The vast 30,000 square feet expanse manages to be relaxed and homely. “Everything is for sale, from the candle burning to the record playing to the sofa you sit on,” the space’s creative director Alex Eagle told the New York Times. “It’s like an open, shoppable private home for everyone to hang out in.”
Incorporating Italian restaurant Cecconi’s and the Store Kitchen, which like The Store are open to both members and non-members, it is as much a social space where friends will meet for brunch or to relax in the Cowshed Spa as it is a retail mecca. The bookshop is a dream, and The Vinyl Factory offers budding DJs and music fans the chance to indulge in more than organic avocado on sourdough.
Now three years into what was an experimental outpost for the Soho House brand, the strength of The Store Berlin has led to another – The Store x Soho Farmhouse – as well as The Store Studios at 180 Strand. Incorporating 10 studios which house businesses like Dazed Media, the space opens to events and exhibitions, as well as being the home to London Fashion Week.
“The future of all space is both the physical experience of being in that space and broadcasting that experience to the world,” Eagle says on the brand’s website.
We don’t imagine it’ll be long before The Stores are worldwide, too. Until then, you’ll find us in Berlin… it would be rude not to stop by on the way to Euroshop.